Right message, right place: combining print and digital marketing to maximise ROI

by Lucy Corcoran
01 May 2019

Are you getting the most out of your printed catalogue? Let's explore how digital channels can help maximise your print spend.

It may seem counterintuitive, combining Letterbox Marketing with digital marketing channels. Surely the dawn of digital marketing overrules the need for what many still view as the “traditional” media channel, the letterbox? Well, data suggests otherwise.

Our own Salmat Marketing Report 2019 discovered that almost a third (28%) of consumers use Letterbox Marketing to inform their purchase decisions. Yet, Letterbox does not even appear in the top six marketing channels in which marketers invested in the past 12 months. Australian marketers have chosen to invest in the company website (49%), email marketing (40%), online advertising (37%), TV advertising (33%) and events or trade shows (32%). So, the savvy marketer should be looking at how they can harness the power of print and digital together.

Don’t be misled. The opportunities to combine Letterbox Marketing with digital channels have
advanced. Making a digital version of a catalogue still has its place, but the possibilities to amplify the reach and ROI of a catalogue using online shopping portals, apps and paid media, are becoming increasingly sophisticated.

So, how can retailers get more from their Letterbox Marketing investments, reach new audiences and use the insights from digital campaigns to inform future campaigns – both off and online?

Why combine Letterbox Marketing with digital?

For most brands, printed catalogues are a single component of their marketing mix. However, the opportunities to use digital channels to optimise existing Letterbox Marketing campaigns have increased in recent years, and are worth exploring to make sure that retailers are getting the most from their investments.

So, what is in it for a retailer?

Firstly, there is the benefit of increasing the reach of the catalogue. Salmat’s distribution
network has the ability to reach 17 million Australians twice a week; however there are still those that may elude distributors. A digital version of a catalogue can be repurposed across a number of digital channels to tap into an elusive audience and extend the life of a campaign.

Hosting a catalogue on a brand website goes without saying; perhaps a retailer may even
wish to distribute the catalogue via email to their existing marketing database. However, the opportunities to extend and reach new prospects become more interesting when tapping into Australia’s top catalogue aggregator site, Lasoo, which has a dedicated following of more than 400,000 deal-focused visitors every month.

How to combine Letterbox Marketing with Lasoo? 

If a retailer has identified that the Lasoo audience is one they wish to target, it is possible to create a cookie-pool lookalike audience for both Facebook and the Google Display Network (GDN). In time, it will be possible to create vertical-based lookalike audiences from Lasoo’s cookie pool.

Digital gives the retailer the freedom to experiment. Creating an online catalogue is significantly cheaper than print, so retailers may wish to create a larger online version that can then be cut down into smaller versions for more frequent distribution.

In addition, retailers gain access to the insights from the digital catalogue which allow them to understand how their customers are reading and interacting with the content.

Measuring a cross-channel campaign

In particular, retailers can understand which products readers are viewing and clicking on the digital version. These insights can be used to identify what we call “opportunity offers”. These are the deals which the retailer may not have considered as big traffic drivers, but have proven popular with the readership.

This valuable data is available within the first 48 hours of the digital catalogue going live, so retailers can quickly understand which the hottest deals are. Armed with this information, they can ensure their bricks and mortar stores are well stocked with these products, and the products are proudly displayed.

This is an approach utilised by Howards Storage World. The specialist in storage and organisation for the home uses the insights from its digital catalogue to not only merchandise its stores, but inform how it designs its printed catalogue. Over time, data from the digital catalogue has given the retailer insights into cover design, pacing of the catalogue and which offers should get priority.

In addition, retailers could take the opportunity to promote these “opportunity offers” further through other digital channels. Why not create a display campaign for Facebook or the GDN, or a radio campaign pushing people to stores to buy the product?

Who’d have thought that a “traditional” medium such as print could open up so many opportunities for cross-promotion through digital channels?

Find out more about how we can help you reach, convert and serve your customers here or call us on 1300 725 628.

About the author
Lucy Corcoran

Lucy has more than 5 years experience in industries such as finance, media and catalogues, working amongst some of Australia's most recognisable brands and on a variety of channels. Her experience has spanned from client service right through to campaign strategy, innovation and product development.